In online marketing, a landing page or “lead capture page”, sometimes called a “single place page”, “single landing page”, “fixed page” or “destination page” is a single web page that appears in response to clicking an online search query, marketing promotion, email or an advertisement. The content of this web page typically contains a brief description of the business and what it does. This landing page will generally be hosted by the business’s web development team. Many landing pages share a common theme, often an attractive logo or graphic logo, the “look what we do” motto or tagline. They may also display company information, contact information and frequently asked questions.
A landing page is intended to offer a responsive and engaging experience for your visitor, so that they will return and provide feedback, recommendations and possibly even purchase. It’s very important to provide a responsive experience so the visitor knows what steps to take next, what the choices are and what they can expect to see next. Without being able to ascertain what activities the visitor is interested in taking the visitor is wasted. The objective of landing page optimization is to offer the best user experience to the visitor stay on your site longer, more importantly, so they invest more money. There are lots of factors involved with landing page optimization.
To begin with, the main objective of landing pages is to capture leads, convert them into customers and retain these clients as repeat clients. Therefore, these pages must offer the visitor something of value that catches their attention and compels them to do it. Typically, people browsing the net will look at what is a landing page and instantly know what the website is about. If the landing page is loaded with valuable content, the visitors will be more inclined to stay on the site longer and explore all of the pages on the website. The more content on the site, the better, because content drives traffic, and greater traffic equal higher sales.
Landing pages should be optimized and created in such a way that they provide the advice that draws the visitor . This means there are several different kinds of landing pages out there for digital advertising purposes. These different types of landing pages include:
A good landing page should offer the visitor a solution or a call to action. In other words, the visitor is searching for a specific outcome or activity from the website. This could be anything from purchasing a service or product, signing up for a service or interacting with a company or friend. The goal is to get the visitor to act on the information the website has to offer.
Landing pages that contain a great deal of sales-related keywords aren’t as successful as landing pages that contain only relevant keywords. The less likely the keywords must be used, the less likely the visitor would be to click on them to act on any result. If the landing page comprises many possible buyer-targeted words, then it will be much more likely to convert.
If you’re making a landing page for conversion, then you need to check the effectiveness of the headline, the copy, and the landing page. To do this, set up a simple split test. Split your visitors into two groups: one group who land on your landing page with the headline and bullet points intact; and one team who see no headlines and just a listing of landing pages.
If you have a landing page on your site, and your headline and bullet points are the only thing making the visitor stay, then you need to focus very specifically on this. For those who have nothing that is pulling the visitor in, then the visitor will quickly leave, no matter how compelling your site navigation or societal sharing icons may be. Your landing page is all you want to pull visitors to your site. Without a good landing page you’re asking for failure.